An authentic TV spot communicates the new promise of quality. We deliberately refrain from pseudo-scientific statements or grandfather paternalism. Rather, we gathered the mother’s love for her child at the center. The experience of Humana guarantees a carefree start in life; enhancing controlled quality – in harmony with nature.
Consumer insights lead to a new promise of quality
600 mothers were interviewed in an extensive survey throughout Germany. It was found that mothers indeed know Humana, but hardly know what the brand stands for. It is increasingly unknown in the related groups; it is recommended less and accordingly bought less. However, the mothers revealed how they imagine an ideal baby food today. These consumer insights were our key to repositioning the products, the basis for a new brand DNA and a promise of quality that is different from any future competitors.